0ur Story
We’re here to end attribution theatre and give marketers something that actually works.
Performance marketers are waking up
For years, performance marketers have had to trust murky, overinflated numbers from the platforms they pour budgets into, always laying claim to more conversions than actually occurred. The result? Fragmented measurement, wasted spend and an ROI story that doesn’t add up.
And they’re tired of the same old broken record
Despite a decade of promised breakthroughs in multi-touch attribution (MTA), most brands still rely on last-click models. Why? Because it's the only thing they can be sure of. But we all know it doesn't tell the full story.
It's time someone fixed it
From our background working with enterprise brands’ user data to drive performance, we saw the same thing over and over: MTA platforms that stopped at insight. Leading to too many performance marketers betting budget on blind guesses, not actual performance signals.
Meet Paapi
A new kind of ad measurement and performance optimization platform. Built for marketers who don't just want to track an ROI number, but trust it—and act on it.
We believe that marketers deserve transparency.
Respectful
We've done the hard yards to ensure a user's privacy.
Performance-Obsessed
Our north star. Driven by AI and trustworthy data.
Our Leadership Team
Dan Hesmondhalgh, CEO
A second-time founder, having launched a data-driven platform for buyers at retailers in 2008. After 15 years in martech commercial leadership roles, Paapi sees Dan go back to his roots, having started his career in media at Carat (now part of Dentsu).
David Tam, Chief Solution Architect
Has 30 years in tech, 15 years in adtech solutions engineering, working with data to support enterprise clients drive greater ad performance, leading to the past 5 years spent exploring the potential for Privacy Enhancing Technologies.
Andrew Buckman, Non-Executive Director
Seasoned exec with extensive leadership experience in digital advertising, technology, and transformation. He has successfully led high-growth companies, driving profitability, M&A integration, and international expansion. Currently Chief Growth Officer at publicly traded Adtech Azerion.
